As proven by our generational blog post series, different generations shop in different ways but we all have the same end goal when it comes to retail.
We’ve established that Generation Z enjoy immersive, experiential customer journeys. They find the act of shopping and engaging in the concept just as meaningful and exciting as buying new products and garments. They look for Instagrammable features that will match their online personas and enjoy out-of-the-box retail events.
In contrast, Millennials prefer a more minimal approach. Getting in and out of the store quickly (online or offline) is something they value. They are dedicated customers who enjoy remaining loyal to their favourite brands, and don’t often experiment with retailers that are unknown to them. They contrast hugely to typical Gen Z shoppers which is surprising given they are so close in age.
Generation X enjoy a similar experience to Millennials. They enjoy efficiency and a mix of both online and offline purchasing. Similarly to Generation Z, they enjoy an interesting shopping journey but the product always comes before the experience and they value high-quality, well-produced products.
Baby Boomers enjoy a more traditional journey, usually shopping in store. However, they are savvier than one might expect, searching for bargains and sales online before they make the trip to the shops. They look for good value, well-reviewed products and don’t tend to take risks. They often have the time and disposable income to make more informed and sometimes more expensive decisions. As always, this is just an overview – different people shop in vastly different ways!
That said, it’s clear that the younger generation enjoy a more elaborate shopping experience, something they can post on Instagram, whereas the more mature generations find convenience and ease the more important aspects. Why is this the case? Simply put, different amounts of time and priorities. Generation Z typically have more free time to dedicate to a day of shopping and can therefore spend more time immersing themselves in elaborate retail environments.
Despite these differences, all shoppers’ end goals are the same: we want to finish our retail experience with products that didn’t cost the world, are of good quality and we feel excited to wear and/or use. Excitement is what it all boils down to, especially when it comes to shopping for clothes. We want to feel excited every time it comes to grabbing a garment from our wardrobes and look forward to how we feel when we wear it.
But how do retailers who aim for the masses cater for all types of consumers, when each type shops in such a different way? They need to start with a smooth customer journey, even if it’s not elaborately concept driven, and this includes mastering the basics with retail technology. Read our blog post about what makes a good customer journey here.
As customers, we want to feel excited about the brand we are shopping with and the experience they offer. Our solutions such as Origin (our PIM solution) and Quantum (our solution which underpins our RFID technology) deliver a sound data foundation to enable innovative customer journeys. Get in touch to learn more!